Abu Dhabi University

College of Business
Course Syllabus

Bachelor of Business Administration Program

Summer Semester AY2019-2020

Course Name: Principles of Marketing

Course Code: MKT200
Course Pre-requisites: ENG200
Course Co-requisites:
Credit hours: 3

1. Course Description

This course is designed to introduce students to the fundamental concepts of marketing and how they
are currently applied in the marketplace. It should provide a stimulating environment for each
participant in which they can explore the central tasks of marketing and build on previous
experiences. The module enables participants to gain familiarity with the tools/processes currently
used by practicing marketing professionals in analyzing market opportunities and to apply these in
different contexts.

2. Learning Outcomes

Expected Learning Outcomes and Associated Measures

Course Outcome Program Outcome Assessment Tool(s)*

1. Express the fundamental
marketing concepts
through written and oral
presentations
2. Analyze the environmental
factors from sustainable
marketing perspective
PLO1 Communicate
organizational topics
effectively in written and/or
verbal form
PLO7 Articulate theoretical
knowledge of the functional
and/or cross-functional areas
of business
Group Project report and
online oral individual
presentation/voice over
PowerPoint presentation using
oral presentation rubric and
writing rubric)
Embedded questions in a case-
based online exam via
blackboard that is time bound
at a specified time.

3. Adopt the green marketing
approach to analyze the
core concepts of Marketing
(segmentation, targeting,
positioning and 4Ps)
4. Identify the importance of
PLO7 Articulate theoretical
knowledge of the functional
and/or cross-functional areas
of business
PLO2: Elaborate key aspects
1
Embedded questions in a case-
based online exam via
blackboard that is time bound
at a specified time.
Individual Assignment (ethics
 social responsibility and of organizational sustainability rubric)
analyze the ethical issues in in business environment.
marketing
5. Act in a team when PLO6 Apply the principles of Group Project (teamwork
applying the Marketing teamwork and collaboration rubric)
concepts
*Please note that the assessment tool(s) are to be used in assessing the course learning outcomes.

3. Weekly Outline

Week Topic Readings (Textbook)

Week 1 Syllabus and Introduction to Marketing
Week 1 Marketing: Creating and Capturing Customer Value Chapter 1
Week 1 Company and Marketing Strategy Chapter 2
Week 2 The Green Marketing Environment Chapter 3
Week Consumer Market and Sustainable Consumer Buyer Behavior Chapter 5
2&3
Week 3 Customer-Driven Marketing Strategy (Green Market Chapter 7
Segmentation, Market Targeting, Differentiation and
Positioning)
Week 3 Revision and Midterm
Week Environment Friendly Products Chapter 8
3&4
Week 4 Efficient Pricing Strategy Chapter 10
Week 5 Marketing Channels Chapter 12
Week Communicating Customer Value: Integrated Marketing Chapter 14
5&6 Communication Strategy
Week 6 Direct & Online Marketing Chapter 17
Week 6 Sustainable Marketing: Social Responsibility & Ethics Chapter 20
Week 6 Project Presentation and Submission
Week 6 Revision
Week 7 Final Exam

4. Pedagogy – Learning Process

The instructors will not expect students to be passive recipients of information. They will expect
students to participate actively in their own learning. Class format will include discussion, group
activities, writing, computer exercises, videos and lectures. In this course, the student will be
expected to participate actively in his or her own learning. Both group and individual work will be
expected. Students will be expected to read the text or other assigned reading outside of class and
participate in critical evaluation of the material through small group discussions, individual
assignments and formal presentation to the class. In addition, the instructor expects that all students
to watch the voice over PowerPoint material uploaded on Blackboard before they show up on time in
the MS Teams. The class will be interactive in nature between the instructor and students. Students
should be ready to answer questions and submit their answers via blackboard on time

5. Textbooks and Learning Material

a. Textbook/E-Book:

 .
 Kotler, P. and Armstrong, G. (2018), Principles of Marketing, 17th Global Edition, Pearson.

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b. Journals:
 Journal of Marketing
 Journal of Marketing Management
 Journal of Business Ethics
 Others
c. Technology and Software:
d. Blackboard, MS Teams for online delivery
e. Others (References, Internet Websites):
 Jobber, D. and Ellis-Chadwick, F. (2019). Principles and Practice of Marketing. (9th Ed.).
NY: McGraw-Hill.
6. Assessment of Student Learning
Assessment Weights and Descriptions
Assessment Tool
Midterm Exam (week 7)
Online in-class activities
Individual assignment (week 9)
Percentage Description
20% The purpose of the midterm exam is to test
the student understanding of fundamental
course concepts and frameworks, and how
to use them. The exam is a case-based
online exam via blackboard that is time
bound at a specified time that may include
multiple choice, true/false questions, short
answer, or short case analysis. It will be
closed book.
20% The class will include a range of pop-up
participation tasks and marks will be
awarded for actively engaging in
classroom and online activities, such as:
- Online in-class exercises
- Role-playing exercises
- Online exercise via blackboard
All marks are attributed based on proof of
effort and/or showing sufficient personal
reflection (copy-pasting means less or no
marks), while there is no evaluation of
how correct answers are.
10% Individual assignment focusing on students
reviewing their ethical standards and
examining specific management decisions.
Ethics rubric will be used to assess this
individual work.
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 Group Report (week 13) 25% Students will be assigned one group
project that will involve subjects and
issues related to marketing. The project
requires a presentation by the end of the
semester. The 25% grade assigned will be
divided into 15 % to the group report and
10% will be assigned to online individual
presentation which could take the form of
voice over PowerPoint or online oral
presentation
Final exam 25% The purpose of the final exam is to test
your understanding of fundamental course
concepts and frameworks, and how to use
them. The exam is a case-based online
exam via blackboard that is time bound at
a specified time that may include multiple
choice, true/false questions, short answer,
or short case analysis. It will be closed
book.

7. Grading Key

Grade Percentage Description Grade Point

A 90-100 Excellent 4
B+ 85-89 Very good 3.5
B 80-84 Good 3
C+ 75-79 Very Satisfactory 2.5
C 70-74 Satisfactory 2
D+ 65-69 Pass + 1.5
D 60-64 Pass 1
F Less than 60 Fail 0.0
I Incomplete 0.0

8. Attendance

For all students, absence is marked at a maximum of 30% of total class time. Final dismissals (WA)
will be posted on the student’s academic record. The calculation of the absence percentage is based
on the total number of class meetings, regardless of the length of the meetings. For example, if a
class meets twice a week for 13 weeks, then a student would need eight absences to exceed the 30%
threshold.

Students will be considered absent if they do not arrive on time for a lesson. Taking attendance will
start on the first day of classes and will continue until the last day of classes in the semester.

Final Dismissal will not be waived under any circumstances. The Registrar's Office will accept
excuses only from students missing an exam/major assignment due to absence. Students will be
permitted to take a make-up exam, if its weight is at least 10% of the course total mark upon
approval of a legitimate excuse.

Exams/Tests will be repeated when serious reasons similar to the following take place and
documented evidence are submitted to the Office of the Registrar on the day student returns to class.

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  Hospitalization,
 Contagious Disease,
 Death, may God forbid, of an immediate family member (father, mother, sibling, husband,
son, daughter, grandparent),
 Car Accident,
 Job Requirement (special assignment), with prior written approval from the Office of the
Registrar
 Al Haj

Al Umra

Al Umra trips are not valid excuses for students to be absent.

In the case of excused absence for a final exam, the student has to apply for an Incomplete (I) grade
at the Office of the Registrar within 48 hours of the exam.

9. Academic Integrity

The mission of ADU includes developing students’ sense of ethics, morality, and social
responsibility. Students at ADU have the fundamental obligation to conduct themselves with utmost
integrity. To ensure an education environment characterized with Academic integrity (AI), ADU has
revised its Academic Integrity Policy (AIP).

The revised Academic Integrity Policy (AIP) – copies available on the intranet under the link of the
Office of Academic Integrity (OAI) – has identified violations of AI punishable by serious penalties,
including “dismissal” from ADU. The types of violations identified in AIP, along with the
description and examples of each violation, are:

1. Cheating
2. Plagiarism
3. Fabrication of data
4. Presenting false credentials
5. Collusion
6. Free Riding

At the beginning of each semester, your instructor will review the essential elements of AIP in class
and will describe the intrinsic values of compliance, and the consequences of non-compliance (i.e.,
penalties) with the Policy. In addition, OAI undertakes a widespread AI Awareness Campaign at the
beginning of each semester to educate students about AI issues and the ways students can avoid
violations.

In view of resources provided by ADU in this regard, all students are expected to strictly comply
with the tenet of AIP and conduct themselves with highest degree of integrity and ethical conduct.
Students in need of additional information or assistance are requested to seek help from OAI. Failure
to comply with the provisions of AIP will have severe consequences, including “dismissal” from
ADU.

10. Miscellaneous

 Students should be aware that for each hour of in-class time, a further two to three
hours (on average) of independent study (out-of-class time) is required.

 Mobile phones: A student whose mobile phone rings during class will be asked to
leave the classroom and will receive a half absence. Should this happen during an exam, the
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 student will not be allowed to retake the exam at another time, while at the same time receiving a
full absence.

 Eating/Drinking/Smoking: Students will be requested to refrain from engaging in

these activities while in class.

 Only emails from university-provided email accounts will be recognized and used in
this course.